Visual identity: Turning McDonald's from red to green

How it came about

In 2012-2014 I worked for the agency Very, today Belong. 

McDonalds wanted an identity for their new breakfast line in Denmark. 

The identity was created by me.

 

Above image was the picture I presented as the look and feel I wanted for the line. The client loved it. 

I named the breakfast line 'Good Morning' and sourced the typography style I found suitable. This too was well received. 

I suggested a calm green background, that goes well with their yellow logo. This to emphatizes a 'good morning' that could start with oatmel with varies toppings from McDonald's.

The client asked if I was sure the brand was still recognicable, I replied 'yes deffinately' and explained my choices.

The client went with it and today the store fronts of many McDonald's are green (how big my role in that is? I do not know, however that green is very close to the one I suggested). 

The new breakfast line were rolled out via mobile kitchens.

Credit: Look and feel image as well typography was suggested by me, wether the client bought these I don't know.